Abstract
The purpose of this study is to understand how exhibition service quality affects satisfaction with offline, digital, and hybrid exhibition channel and continuous participation intention, and to develop a strategy to improve overall satisfaction with each exhibition channel service and behavioral intention for channel recommendation. For this study, an integrated survey on various exhibition platforms was conducted selecting exhibition visitors who have visited offline, digital and hybrid exhibition channels for the past two years (January 2020 to November 2021) as sample subjects. According to this result, we must recognize the importance of the relationship between the quality of service, channel satisfaction, participation intention, and visitors, And in the post-Corona era, the organizers need to improve the form of exhibition operation and strive for qualitative growth in accordance with the diversification of exhibition channels. This study presented implications related to the operation strategy for this.
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